Kajian Kefahaman Tingkah Laku: Pembaharuan Lesen Perniagaan Sementara dalam Kalangan Peniaga Pasar Malam Majlis Bandaraya Diraja Klang

The Klang Royal City Council (MBDK) Selangor launched a Temporary Business License (LPS) program for all business activities within its jurisdiction, effective from April 1, 2023, with the aim of promoting controlled and sustainable microeconomic growth and generating an additional revenue of RM2 million. LPS issuance is based on MPK's established guidelines, and traders must sign a declaration letter for license issuance. The LPS can be revoked in case of complaints or violations of the set conditions. However, some night market traders failed to renew their LPS. Therefore, this study aims to explore the application of Behavioural Insights in increasing awareness regarding LPS renewal among night market traders under MPK Selangor. The Soft Tone Massage technique has been employed as an intervention in this study. The objectives include testing the effectiveness of the Soft Tone Massage technique in encouraging LPS renewal among traders in Taman Pandamaran Jaya Night Market and analysing the influence of group dynamics, priming, temptation, and fear in LPS renewal. The scope of the study focuses on LPS renewal among traders who have not renewed their licenses using quantitative quasi-experiment method. The findings indicate that group dynamics, temptation, and fear in LPS renewal has a significant impact on behavioural understanding to enhance LPS renewal among traders. The study shows a significant improvement in LPS renewal for the treatment group compared to the control group. Moreover, the use of Soft Tone Massage demonstrates the effectiveness of implementing behavioural insights on night market traders to increase LPS renewal. Keywords: Behavioural insights, soft tone massage, Nudge Theory, temporary business license, municipal council.